De Beers Group has announced the development of its ‘Code of Origin’ programme to provide assurance of natural and conflict free diamonds.
The code will ensure that the diamonds have been discovered in Botswana, Canada, Namibia, or South Africa, and has played a “direct role” in the group’s “building forever” mission to improve environmental and social sustainability.
For the US and China, the code is set to focus on diamonds larger than 0.30 carats by inscribing the invisible code onto the table of the stone so as not to impact its grading.
Moreover, the code will also be available in India on a jewellery report that covers smaller diamonds within a jewellery piece.
David Prager, executive VP and chief brand officer at the company, said: “For most consumers it will create a step-change in the connection they have to the story of their diamond – not just where it came from and how it was sourced – but the positive difference it made in people’s lives.
“The Code of Origin is live in a development phase in markets around the world now and has had a very encouraging response. We will be working with our Sightholders and US retailers in the months ahead and will continue to look for further development partners to support our intention to scale the programme.”
The development comes as part of a wider shift in marketing approach to further connect customers to the group’s social actions.
Stephen Lussier, executive VP consumer markets and chairman of De Beers Jewellers and De Beers Forevermark said it is “the most significant” change in the group’s marketing approach “in the past decade”.
He added: “We will focus our marketing investment on driving what we call “fame and love” for the De Beers brand because the De Beers brand drives desire for De Beers Jewellers, De Beers Forevermark and awareness for De Beers Code of Origin.”